After more than 70 years of serving the Finger Lakes Region, CFCU Community Credit Union is adopting a new name and brand identity. Starting July 2025, the institution will be known as Beginnings Credit Union, a move designed to reflect its evolution and enduring commitment to member-focused financial empowerment.
The rebranding effort, announced Tuesday, comes as the credit union continues to expand its footprint and deepen its mission of connecting people with meaningful financial opportunities. With nearly 77,000 members, $1.4 billion in assets, and 17 branches across seven counties, CFCU is among the largest credit unions in New York State.
“This rebrand is more than a change in name — it’s a renewed promise to our members,” said Lisa Whitaker, president and CEO. “We understand that every day is a new beginning, and our new name reflects the power in what’s possible.”
The decision to rebrand followed months of research, including focus groups and surveys. Leaders said the acronym “CFCU” had lost clarity and no longer resonated with members. The new name, Beginnings Credit Union, aims to convey progress, inclusivity, and optimism.
“Beginnings captures the spirit, values, and progress that define us,” said Blixy Taetzsch, chair of CFCU’s board of directors. “This change positions us for future growth, ensuring our outward image reflects the inclusive, forward-thinking credit union we’ve always been.”
The transition will include updated branding across all platforms — including signage, website, mobile app, and marketing materials — but members can expect no changes to their accounts, cards, passwords, or daily banking experiences.
“Our members can rest assured that their day-to-day interactions with us will remain unchanged,” said Katie Foley, vice president of marketing and sales. “We are the same trusted credit union — just with a refreshed look.”
Staff echoed excitement about the rebrand, calling it a pivotal step forward.
“The new brand is more than just a fresh look — it reflects who we truly are,” said Mallorie David, chief people officer. “As one of the largest employers in the area, it’s important we have a name that really means something — not only for our current employees, but for future ones too.”
Chief Lending Officer Cathy Benson-Aloi, a 35-year employee, emphasized the emotional resonance of the shift. “CFCU has been part of my identity. I could not be more excited about our new name, and what it will do for our organization. It’s time we have a name that resonates with our membership and our staff.”
The new tagline, “All that’s possible,” reflects the credit union’s mission to help members unlock opportunities in their lives — from starting college or a new business to preparing for retirement.
“No matter where someone is in their journey, we’re here to help them move forward,” Whitaker said.
More information about the transition is available at mycfcu.com/beginnings.
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